Code & Co.

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Engagement — Add-on Due Diligence

Code & Co. advises Mapp, a Marlin Equity portfolio company, on the acquisition of customer intelligence platform Webtrekk

Mapp’s acquisition was guided by technical & product due diligence from Code & Co.

  • Marlin Equity Partners oversees $7.2 billion in assets
  • Marlin portfolio company Mapp acquired Webtrekk, a leading provider of marketing analytics and customer intelligence software
  • Code & Co. audited the technical, product, and engineering capabilities of Webtrekk
  • A thorough technical and product assessment proved alignment between the two merging software companies

Marlin Equity Partners (“Marlin”), a leading global investment firm with $7.2 billion under management, is headquartered in Los Angeles, California.

Mapp Cloud (“Mapp”), a Marlin portfolio company, is a digital marketing platform that combines customer acquisition and engagement into one simple platform with built-in, cross-channel capabilities. Mapp, located out of San Diego, was founded in 1998.

Berlin-headquartered Webtrekk offers a GDPR-compliant, enterprise-grade customer intelligence solution that enables marketers to optimize the customer experience through data-driven targeted campaigns. Their customer intelligence software features sophisticated data analysis and marketing automation.

Combining Mapp’s deep customer acquisition and engagement capabilities with Webtrekk’s customer intelligence will create a next-generation digital marketing platform. This solution will be greater than the sum of its parts, capable of delivering end-to-end customer experiences powered by advanced analytics and personalization. Not only does this acquisition enhance Mapp’s platform through advanced analytics and customer intelligence capabilities, it also bolsters the company’s German footprint and European presence.

Code & Co. led the technical and product due diligence assessment. The review explored the technical and product capabilities of Webtrekk’s platform, including scalability, system architecture, and platform roadmap. The audit challenged Webtrekk’s product vision to identify how Webtrekk’s customer intelligence capabilities can enhance the Mapp Cloud platform. Code & Co. also explored Webtrekk’s machine learning abilities to engage customers with the right content across all channels.

The transaction underlines Code & Co.'s position as a leading technology and product advisor on cross-border private equity mandates in technically and operationally complex sectors of the global digital economy.